Good packaging sells. No company that invests millions in developing a product can afford not to take the necessary care to have a good product design strategy. packaging. However, it does happen. On many occasions the packaging it is left in the hands of a mere subjective assessment. Like it or I don’t like it.


Packaging
It acts as an extension of the brand and if attention is paid to the brand strategy, its development cannot be referred to a matter of mere aesthetics. Consumers tend to repeat the purchase of products from brands that generate trust. When a brand manages to correctly convey its attributes throughout all its products, recognition is immediate. In this process, emotions play a fundamental role. The packaging that sells connects directly with the mind and heart of the consumer who filters all attributes immediately. When something catches your attention, in order for the brain to store it in your memory, it must first connect with your heart.

Creating packaging

Clearly summarizing the brand’s values and knowing how to tell the best of the product in an instant is essential to gain the trust of customers. They are not only looking for a visual impact, they value positively the easy understanding of a promise, linking it to a brand they trust.

Three Keys to Effective
Packaging

There are three levers on which effective packaging

can help grow the brand:

  1. Facilitates synthesis. The shelves are saturated with products. No one can afford to be like everyone else, a good packaging It helps to achieve brand differentiation. To do this, it is necessary to have a process capable of synthesizing the attributes and benefits of the brand as much as possible in a Simple and clear pack, which connects easily.
  2. Promote innovation. Innovation needs the brand as a guide to connect the good things that the organization has with the wants and needs of customers. One Effective packaging

    increases the brand’s competitive differentiation by increasing the value perceived by customers.

  3. Strengthens emotional bonds. The packaging It’s an excellent platform for building emotional bonds with customers. It is a perfect basis to connect with them throughout the life of the product and encourage dialogue with the brand, even opening it up to other channels.

Considerations for strategy

Before starting to plan the strategy, at least these questions should be resolved:

  • BRAND: What’s the brand? What is your value proposition? What is your personality? Do you have a sub-brand?
  • PRODUCT: What is the product? Which category does it belong to? How is it made? How is it marketed?
  • FUNCTIONALITY: What is the role of packaging? Does it bring innovation? Is it comfortable? Is it safe?
  • TARGET: Who are you targeting? Who buys it? Who consumes it? How do they buy it?
  • COMPETITION: What is your competition? How is it presented? What do they enhance?
  • CHANNEL: Where is it sold? Does it have visibility? Do you have communication backup?
  • PRICE: What is the asking price? Will you have promotions?

It should be noted that each brand usually operates within a set of category conventions. Logically, you can choose to get closer to the norms of the category, which means that you will struggle to stand out. Or you can choose to reinvent the category norms and stand out from the competition, which involves more risk, but perhaps a higher return.

Packaging Creation Process

The process for creating or updating a pack’s graphic identity

is fairly linear:

Phase 1 – Analysis, strategy and concepts. Prior to the creative process, it is necessary to research, understand, define the strategy to be followed and conceptually approach how the objectives can be achieved. At this point, all the considerations detailed above come into play, as a well-founded basis for creative development.

Phase 2 – Ideation. From previous knowledge and approaches, it is possible to start exploring creative ideas. It is advisable to propose different axes in order to analyze the best way to achieve the results, taking into account all the variables. From here, a selection of alternatives will be shared with the client.

Phases 3 and 4 – Evaluation and refinement. It is an optimization stage where progress is made until the final result is obtained. Start with the best ideas and incorporate any feedback or potential constraints into the solutions. This process of evaluation and improvements can be repeated, always under the premise that the result must achieve the objectives and reinforce the value of the brand.

Phases 5 and 6 – Preparation and production. Arrived at At this point, it is advisable to prepare the files with the final images, the complete texts and everything necessary for future production. Finally, the design will be moved to production, where it will be necessary to ensure the results through pre-testing.

In the event that it was a requirement to intervene in the industrial design of the packaging, the process would be practically the same, starting before providing graphic solutions.

No matter the product category (wine, perfume, clothing, soap…), the successful design of a
pack
depends on its ability to
connect emotionally
with the consumer. 80% of purchasing decisions are made at the last minute, on a shelf compared to the packaging and those of its competitors. The brand has a lot to do with that and the packaging It’s a very important part of the brand-building strategy. Undoubtedly, if they work in an aligned way, they will have a significant impact on brand awareness and recognition, on the management of customer expectations and will be an excellent way of information between the company and customers.


Carlos Puig Falcó
CEO de Branward